Sydney FC enjoying the benefits of playing at suburban venues

On the face of it, you wouldn’t call it a glamorous location: fans sitting on the hill, limited corporate facilities, no parking, no shade or rain cover.

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On the face of it, you wouldn’t call it a glamorous location: fans sitting on the hill, limited corporate facilities, no parking, no shade or rain cover.

Yet when some Sydney FC 12,000 fans squeeze into Leichhardt Oval tonight, the focus on their team’s onfield efforts to keep Perth Glory in sight at the top of the table will obscure an equally significant effort off the field.

Sydney’s displacement from Allianz Stadium was met with concern in many quarters, especially in the wake of the Wanderers’ travails while they have waited for Parramatta Stadium to be rebuilt.

It’s still only three quarters through the first of three seasons for the Sky Blues as itinerant players across the city, but so far the sun has shone on their efforts to find homes away from home.

Sydney FC’s Milos Ninkovic controls the ball in front of Central Coast’s Andrew Hoole at Leichhardt Oval. Picture: Getty Images

After seven games at Jubilee Stadium and one apiece at the SCG and Leichhardt Oval, Sydney are averaging slightly bigger crowds than they did last year at Allianz in the regular season.

In qualitative terms, crowds that at Allianz would look as patchy as a subcontinental wicket have crackled with atmosphere at Jubilee and Leichhardt, presenting a terrific spectacle for those watching on TV.

The irony is that financially Sydney would have been better off playing at their usual stadium despite its far greater size, and even allowing for the compensation sum paid by the SCG Trust while Allianz is rebuilt.

But from a brand point of view, CEO Danny Townsend is able to separate the dollar signs from the engagement levels that turning the team into a sort of roadshow has enabled.

Action from the Sydney FC v Central Coast Mariners clash at Leichhardt Oval. Picture: Getty Images

“We always knew that economically it would be challenging to move, but I was always confident we could use it to open up community connections and bring in people who might not otherwise have gone,” he said.

“The advantage in those smaller grounds is they fill quicker, you’re close to the action and there’s a particular kind of atmosphere, so it can be a very good fan experience.

“The flip side is it’s more expensive to run games in those grounds. Councils generally have a simple hiring model where you pay a fee that’s designed to bring in income, whereas the SCG Trust has a different business model (in running Allianz).

Members of Sydney FC’s ‘The Cove’ supporters group at Jubilee Oval for the clash between Sydney FC and Melbourne Victory in November. Picture: AAP

“They have guaranteed revenue out of their membership and an obligation to provide content for them, so we present a good business case as part of that.”

The income stream from corporate events at games is significantly reduced at suburban grounds too. “But equally casual ticket sales are higher, and what price do you put on that increased engagement?” Townsend said.

There are a number of caveats to note too. The Wanderers began their three-year hiatus with a higher average crowd in 2016-17, thanks in part to a jumbo first derby at ANZ Stadium, but crowds have fallen away spectacularly as their teams results have similarly nosedived. If Sydney FC run aground on the field, their attendances too might well suffer.

There is also huge uncertainty over how and when Allianz will be overhauled if Labor win the state election. But for now at least the Sky Blues have put some heart into where their homes are.

Originally published as Sydney FC enjoying the benefits of playing at suburban venues